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The handloom and handicraft sector in India is a Rs 24,300 crore industry which provides employment to over 250 Million individuals. Almost 40% of the items are exported. The sector is a vital contributor to the rural economy.  

Over the last decade, machine manufactured decoration items & apparel have replaced the traditional work of Artisans. Traditional Artisans struggle to match the cost of production and scale that machines can produce. Natural colors used in traditional artwork have also been increasingly replaced by synthetic materials.  

The plight of traditional Artisans in rural India has been worsened due to the CoVid pandemic. It is presently a matter of survival for Artisan communities and their traditional art form. The 3 promoters Anisha Johri, Nibedita Pradhan and Dr. Sandhya were moved by the plight of Artisans in the interiors of India. Artisan Soul presents handpicked traditional artwork from Artisan communities which have learnt their art over generations. 

Artisan Soul aims to preserve traditional artforms and also improve the economic wellbeing of Artisan communities by finding individuals who shall appreciate their creations.